Barnardo's TV ad to ask for £3 a month
Howard Lake | 3 October 2011 | News
Children’s charity Barnardo’s will launch a pilot direct response advertising campaign today to support its current Cut them free campaign to stop child sexual exploitation.
The Be Safe appeal, produced by DTV, focuses on the dangers of grooming and will run for the first time today at 09.24 on Comedy Central, during Two and a Half Men.
It asks viewers for £3 a month. It will run on digital channels across the UK, from today until 30 October, and test two formats. A new donation telephone line has been set up to run with the campaign: it is 0800 038 1130 or people can text SAFE to 70007 for a guide to spotting children at risk.
DTV’s co-founder Peter Muffett said: “Developing a strong enough proposition that works across many day-parts was the real challenge here – making the ad responsive may sound obvious but can often be overlooked. As we often find, sometimes the best way to acquire donors is not to ask for a donation.”
Media agency MC&C managed the media buying element of the campaign.
Watch the advert
www.barnardos.org.uk/BeSafe
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.